A STUDY OF THE INDIVIDUAL AND ORGANIZATIONAL CHARACTERISTICS INFLUENCING EVENT PLANNER’S PERCEPTION ON INFORMATION CONTENT AND CHANNEL CHOICE A Thesis presented to the Faculty of the Graduate School University of Missouri In Partial Fulfillment of the Requirements for the Degree Master of Science by AMANDA ALEXANDER Dr. Dae-Young Kim, Thesis Supervisor DECEMBER 2009
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A STUDY OF THE INDIVIDUAL AND ORGANIZATIONAL CHARACTERISTICS
INFLUENCING EVENT PLANNER’S PERCEPTION ON INFORMATION CONTENT AND
CHANNEL CHOICE
A Thesis presented to the Faculty of the Graduate School
University of Missouri
In Partial Fulfillment
of the Requirements for the Degree
Master of Science
by
AMANDA ALEXANDER
Dr. Dae-Young Kim, Thesis Supervisor
DECEMBER 2009
The undersigned, appointed by the dean of the Graduate School, have examined the thesis entitled
A STUDY OF THE INDIVIDUAL AND ORGANIZATIONAL CHARACTERISTICS INFLUENCING EVENT PLANNER’S PERCEPTION ON INFORMATION CONTENT
AND CHANNEL CHOICE
presented by Amanda Alexander, a candidate for the degree of Master of Science, and hereby certify that in their opinion it is worthy of acceptance.
Dae-Young Kim, Ph.D., Department of Food Science Hotel & Restaurant Management
James Groves, Ph.D., Department of Food Science Hotel & Restaurant Management
Mark Ellersieck, Ph.D., Department of Statistics Experiment Statistician
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ACKNOWLEDGEMENTS
I have been blessed with many people in my life that have provided me with
both academic and emotional support, without them I would not be where I am today.
I would like to first and foremost thank my advisor, Dr. Dae-Young Kim for all of
his continuous patience, knowledge, guidance, support, and encouragement. Without
him I would not have been able to complete my thesis, I greatly appreciate all of the
advice that he has given me and hope that we will able to able to work together again in
the future. I would also like to thank Dr. James Groves for his uplifting support,
guidance, and humor that always gave me motivation to continue on. Dr. Mark
Ellersieck deserves a special recognition for providing me with a statistical background,
his patience is greatly appreciated. I also owe a gracious thank-you to Kwang Ho Lee,
my colleague whom provided me with never-ending assistance and guidance.
My husband, Noah Alexander, has provided me with encouragement, support,
love and patience through many long nights. I would not be the woman I am today
without my parents, Charles and Naomi Cook, they have shown me how to be a
respectable and responsible individual. My sister, Lydia Cook deserves a special
recognition for her continuous motivation and support, her own accomplishments have
been a source of encouragement.
There are many more people that have provided for me and touched my life
through this journey; I appreciate everything that everyone has done for me. Therefore,
I dedicate this thesis to my family and friends.
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS ............................................................................................................... ii
LIST OF TABLES............................................................................................................................. v
LIST OF FIGURES ......................................................................................................................... vi
Chapter
1. INTRODUCTION .............................................................................................................. 1 1.1 Background of the Study ......................................................................................... 1 1.2 Problem Statement .................................................................................................. 3 1.3 Research Purpose and Objectives......................................................................4
1.3.1 Purpose of the Study..............................................................................4 1.3.2 Objectives of the Study ..........................................................................5
1.4 Hypotheses ........................................................................................................5 1.5 Significance of the Study ....................................................................................7 1.6 Outline of Subsequent Chapters ........................................................................8
2. LITERATURE REVIEW ................................................................................................9
2.1 Introduction .......................................................................................................9 2.2 Meetings and Convention Industry ................................................................ 10 2.3 Classifications and Characteristics of Event Planners ..................................... 11 2.4 Characteristics of Information Search in the Meetings and
Convention Industry ....................................................................................... 14 2.5 Characteristics of Information Channels ........................................................ 15 2.6 Media Richness Theory ................................................................................... 16 2.7 Rational Choice Theory ................................................................................... 18 2.8 Influential Factors on Perception of Information Content and
3.1 Introduction .................................................................................................... 29 3.2 Purpose of the Study....................................................................................... 29 3.3 Research Design .............................................................................................. 30 3.4 Population and Sampling ................................................................................ 30
5.2.1 Socio-Demographic profile of Event Planners .................................... 60 5.2.2 Channel Choice Preferences ............................................................... 61 5.2.3 Perception of Information Content .................................................... 62
5.3 Implications ..................................................................................................... 64 5.3.1 Channel Choice Preferences ............................................................... 64 5.3.2 Perception of Information Content .................................................... 66
5.4 Recommendation for Future Study ................................................................ 66 5.5 Limitations....................................................................................................... 68
APPENDIX A ........................................................................................................... 69 1. Invitation Letter for Questionnaire ................................................................ 70 2. Questionnaire for the Study ........................................................................... 71 3. Incentive Questionnaire for the Study ........................................................... 81
1. Comparison of Association and Corporate Meetings ............................................. 13
2. Channel Choice and Information Content Explanations .......................................... 34
3. Socio-Demographic Characteristics of Respondents................................................ 43
4. Descriptive Statistics of Channel Choice .................................................................... 45
5. Descriptive Statistics of Channel Choice (Part II) ..................................................... 46
6. Descriptive Statistics of Information Content ........................................................... 47
7. Age as a Determining Factor of Channel Choice and Perception of Information Content ................................................................................................. 49
8. Gender as a Determining Factor of Channel Choice and Perception of Information Content ......................................................................... 50
9. Previous Knowledge as a Determining Factor of Channel Choice and Perception of Information Content ......................................................................... 52
10. Job Experience as a Determining Factor of Channel Choice and Perception of Information Content ......................................................................... 53
11. Budget as a Determining Factor of Channel Choice and Perception of Information Content ................................................................................................. 55
12. Duration as a Determining Factor of Channel Choice and Perception of Information Content ......................................................................... 57
13. Profession as a Determining Factor of Channel Choice and Perception of Information Content ......................................................................... 58
14. Summary of Hypotheses Test ..................................................................................... 64
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LIST OF FIGURES
Figure Page
1. Proposed Research Framework: Determinants of Information Channel Choice and Perception of Informational Factors .................................... 27
2. Information Content Found in Advertising Channel by Respondents .................... 44
1
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
The meetings and convention industry is one of the fastest growing sectors of
the tourism and hospitality industry with expenditures in the billions and accounts for
more than 13% of total revenue gained in 2008 (TIA, 2009; Braley, 2008). The meetings
and convention industry is the organization of attendees who go to a specific location
for a common purpose or goal; organization of attendees includes such aspects as
accommodations, transportation, guest speakers, food service, and equipment needs
(Astroff & Abbey, 2006; Davidson & Rogers, 2006; Department of Labor, 2008). The
purpose (i.e.: educate, to make a profit, developing new strategies) of an event dictates
the structure and success of an event. An event planner is responsible for organizing
the convention personnel to complete tasks as mentioned above for the organization of
meetings and conventions attendees.
Compared with consumer purchases, an organizational purchase such as
convention and meetings usually involves more decision makers (i.e., the buying center)
and a more professional purchasing effort, because it often involves a large budget,
complex technical features, economic considerations, and interactions among many
people at all levels of the organization (Kotler, Bowen, & Makens, 2006). For these
reasons, it is generally known that the organizational buying process tends to be more
formalized and professional than that of the consumers. As a critical player in the
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purchasing and decision-making process, event planners have the power to not only
search possible meeting and event venues but also prevent sellers or information from
reaching members of the decision making group.
The purpose of information search is to reduce the risk and anxiety experienced
by consumers when making a decision, prepurchase and postpurchase (Lewis &
Chambers, 2000). Information search consists of both internal and external search
behavior. An information seeker either searches for information internally (i.e.,
previous experience, perceptions, and attitudes) or externally (i.e. personal – friends
and family, marketing – advertisements, and public information) (Reid & Bojanic, 2006).
Typically an internal search is completed prior to the external search and only when an
inadequate amount of information is available through the internal search process
(Bettman, 1979). The internal search process can also be referred to as familiarity,
which is a continuous variable that reflects the direct and indirect knowledge of a
product and the alternative choices (Shoemaker, Lewis, & Yesawich 2007).
An individual gives attention to an information source if the information that is
being provided is significant for making a decision (Fodness & Murray, 1998). An
information source comes in many forms and can be combined to increase the worth of
information; an information source can be previous experience, friends and family,
magazines, radio, TV, direct mail (Reid & Bojanic, 2006), or information found online
(Bei, Chen, & Widdows 2004). Information channel choice for information search is the
second step in the consumer decision-making model; the process begins with: 1) need
recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision,
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and 5) post purchase evaluation (Kotler et al. 2006; Lewis & Chambers, 2000). This
process occurs with everyday activities as deciding where to eat to more complex
decisions as where to travel to for a vacation (experience products). The process of
information search and being exposed to advertisements, interactions with sales
personnel, beliefs about product attributes (and how an individual acts on those beliefs)
can be referred to as consumer expertise (Shoemaker et al. 2007).
With the recognition of the role of event planners in the organizational decision
making process and information search behavior, this study aims to discover where
event planners search for their information (channel choice), and what information they
are searching for (information content). Previous research has focused on other aspects
of the meetings and conventions industry, such as site satisfaction and technology
adaptation. This study is unique in its attempt to discover the factors that influence
event planners channel choice along with the perception of importance and influence of
information contents.
1.2 Problem Statement
What factors (i.e., individual and organizational) influence event planners’ perception of
information contents and channel choice?
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1.3 Research Purpose and Objectives
1.3.1 Purpose of Study
Given the rapid growth of the meetings and convention industry and economic
contributions of the industry, the current study intends to:
1) Explore factors (individual and organizational) that influence event planners
perception of information contents;
2) Explore factors (individual and organizational) that influence event planners
channel choice;
3) To examine the relationships that exist between factors (individual and
organizational) that influence event planner’s perception of information
contents and channel choice
1.3.2 Objectives of the Study
The objectives of this study include the following:
1. To describe the socio-demographic characteristics (age, gender, education,
previous knowledge, job experience, average duration, budget, and profession)
of event professionals.
2. To describe channel choice preferences of event planners.
3. To describe event planner’s perception of importance and influence on
information content.
4. To identify the individual factors that influence event planner’s channel choice.
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5. To identify the individual factors that influence event planner’s perception of
information content.
6. To identify the organizational factors that influence event planner’s channel
choice.
7. To identify the organizational factors that influence event planner’s perception
of information contents.
8. To exam the relationships between factors (individual and organizational) that
influence event planner’s perception of information content and channel choice.
1.4 Hypotheses
The hypotheses were developed as a result of the review of Media Richness
Theory, Rational Choice Theory and other studies that focused on individual and
organizational differences. Channel choice and information content are utilized as the
dependent variable in the research. The following hypotheses were evaluated:
H1. Event planner’s channel choice will vary depending on individual differences.
H1.1 Event planner’s channel choice will vary depending on age.
H1.2 Event planner’s channel choice will vary depending on gender.
H1.3 Event planner’s channel choice will vary depending on job
experience.
H1.4 Event planner’s channel choice will vary depending on previous
knowledge.
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H2. Event planner’s perception of information content will vary depending on
individual differences.
H2.1 Event planner’s perception of information content will vary
depending on age.
H2.2 Event planner’s perception of information content will vary
depending on gender.
H2.3 Event planner’s perception of information content will vary
depending on job experience.
H2.4 Event planner’s perception of information content will vary
depending on previous knowledge..
H3. Event planner’s channel choice will vary depending on organizational
differences.
H3.1 Event planner’s channel choice will vary depending on budget.
H3.2 Event planner’s channel choice will vary depending on duration.
H3.3 Event planner’s channel choice will vary depending on profession.
H4. Event planner’s perception of information content will vary depending on
organizational differences.
H4.1 Event planner’s perception of information content will vary
depending on budget.
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H4.2 Event planner’s perception of information content will vary
depending on duration.
H4.3 Event planner’s perception of information content will vary
depending on profession.
1.5 Significance of the Study
The implications of the study will be beneficial to the tourism and hospitality
industry, more specifically the Conventions and Visitors Bureaus (CVBs). As a layer of
destination marketing organizations (DMOs), CVBs are important information brokers
and disseminators in the meetings and convention industry (Kim, 2009). With local
community financial support, one of critical missions of CVBs is to promote and brand
their destination for soliciting and serving meetings and conventions and other related
group business through event planners (Gartell, 1994).
Interestingly, while convention and meetings has been the focus of considerable
research, there has been little study of the event planners’ channel usages and
preferences. Considering the relationship between the CVBs and event planners, it is
important for CVBs to understand how meeting planners search information in the
decision making process, and more specifically, what factors influence their
counterpart’s channel usage and preference. It is anticipated that the better
understanding of event planner’s channel behavior enables managers of CVBs to decide
on appropriate policies and levels of investment in communication channel strategy. In
addition, knowledge of the perception of information content and channel choice of
event planners will be advantageous for the CVB, and other businesses that target the
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meetings and convention industry (i.e.: large hotels with exhibit space) in development
of successful advertising in knowing what (information content) event planners are
looking for, and where (channel choice) they are looking for the information.
The results of this study will also be valuable for academia since the study will
make distinctive contributions to the convention and meetings literature by providing
an insight to event planner’s perception of information content and channel choice.
This study adds to the limited body of knowledge in regards to event planner’s
information search behavior (Getz, 2008). This study is unique in the sense that it
combines event planner’s channel choice preferences with the information content that
they seek to acquire through their information search process.
1.6 Outline of Subsequent Chapters
The following chapters include the Literature Review, Methodology, Results, and
Discussion. In the Literature Review, Chapter 2, previous studies and literature on event
planners and the factors that influence channel choice and perception of information
content are reviewed. The methodology utilized to complete the study is discussed in
detail in Chapter 3. The results and data analysis of the study are presented and
explained in Chapter 4. Chapter 5 includes a brief summary of the study and results,
along with implications and suggestions for further research.
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter reviews the literature on the meetings and convention industry and
the role of event planners, along with a brief discussion of relevant theories in the
research framework. The influential factors in regards to perception of information
content and channel choice are also discussed.
This chapter is divided into seven main sections:
1) meetings and convention industry
2) classification and characteristics of event planners
3) characteristics of information search in the meetings and convention
industry
4) characteristics of information channels
5) media richness theory
6) rational choice theory
7) influential factors on perception of information content and channel choice
The proposed research framework is then presented in the following section.
The hypotheses and research framework were developed as a result of the review of
literature. More specifically the hypotheses were developed based upon the salient
factors influencing perception of information content and channel choice. The
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influential factors are classified as either individual characteristics or organizational
resources and characteristics.
2.2 Meetings and Convention Industry
The meetings and convention industry is one of the fastest growing sectors in
the hospitality and tourism industry. According to the Travel Industry Association of
America (TIA, 2009), the travel and hospitality industry accounted for $772.9 billion
spent within the United States by international and domestic travelers. The meetings
and convention industry is a key player in the tourism industry and accounts for $103
billion, which is 13.3% of the total amount spent in the tourism industry (Braley, 2008;
TIA 2009). The Meetings Market Report (2008) states that the number of meetings held
nationally has increased; corporate meetings by 6%, association meetings by 8%, and
conventions by 8%.
Event planners play a key role in the success of meetings and conventions, some
of the roles that they assume are, site selection, contract negotiation, registration, event
promotion and marketing, invitations, program and floor management, exhibition
management, local tours, transportation, speaker selection, and gift selection (Toh,
comparison and characteristics of event planners (Hye-Rin, McKercher, & Kim, 2009;
Weber, 2001; Jago & Deery, 2005; Toh, Peterson, & Foster, 2007) , and the industry’s
adaption of technology (Kim, 2009; Kim & Park, 2009; Wang, Hwang, & Fessenmaier,
2006; Davidson, Alford, & Seaton, 2002). Despite a number of studies related to the
meetings and convention industry, there has a paucity of research endeavors in regard
to event planner’s information search behavior (Getz, 2008).
2.3 Classifications and Characteristics of Event Planners
According to the United States Department of Labor there were approximately
47,960 individuals with the title, meetings and convention planner in 2008 (Department
of Labor, 2008). The US Department of Labor’s classification for an event planner is
someone who coordinates activities of staff and convention personnel to make
arrangements for group meetings and conventions. Three types of event planners have
been identified; association, corporate, and independent (Toh et al., 2005b). According
the 2008 Meetings Market Report, there were 1.1 million corporate events ($30.2 billion
in expenditures), 227,000 association events ($38.1 billion in expenditures), and 13,700
conventions ($34.6 billion in expenditures (Braley, 2008). The typical event planner has
an educational background in both business and hospitality courses and posses one of
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the following top five skills of an event planner as an attribute: organization, detail-
oriented, communication, negotiation, and flexibility (Ligos, 1997).
Independent event planners are those that are engaged by a corporation or
association event planner to represent them (typically a corporate event planner) to the
hotels or convention site (Toh et al., 2005b). These individuals are not an employee of
the clients that they represent, but rather act as a contractor. Toh, DeKay, and Yates
(2005b) identified that 12 percent of corporate and association planners have
professional credentials, and approximately one third-to-one fourth of these planners
belong to professional associations, compared to the more than half of independent
meeting planners that belong to a professional association. Event planners that are
actively involved in professional membership organizations, gain access to benefits, such
as credit towards professional designations or certificates (Beaulieu & Love, 2004).
Other benefits from these organizations include study groups, networking
opportunities, and learning of implantation of industry trends and fads (Beaulieu &
Love, 2004; Ligos, 1997). Many independent planners take advantage of the benefits
that professional associations offer for increasing credibility and reputation (Hye-Rin,
McKercher, & Kim, 2009).
In comparing the three types of event planners, the largest differences arise
between corporate and association meeting planners in regards to goals, constraints,
concerns and behaviors, but in regards to demographic characteristics they are very
similar (Toh, et al., 2007). Corporate event planners attempt to accomplish the
objectives, whether it is goal setting or dissemination of information, at minimum cost
13
in easily accessible business like settings, as where association event planners are
attempting to meet objectives such as continuing education while serving their
members in desirable family oriented locations (Toh et al., 2007). The tasks of event
planners are similar, but the natures in which they are accomplished and achieved are
different; an example of this is a business like setting versus a family orientated location
mentioned previously. Table 1 compares some of the differences between corporate
and association events and planners.
Table 1
Comparison of Association and Corporate Meetings
Association Corporate Meetings Meetings Source
Objective Serve interest of Achieve goals at Astroff & members minimum cost Abbey (2006) Type of meetings Board meetings (78%) Sales/Marketing (61%) Braley (2008); (largest %) Family-oriented sites Easily accessible, Toh et al., (2007)
business-like site
Attrition More concerned - cannot Less concerned - Toh et al., absorb extra cost corporate absorbs cost (2005a) Average duration 39.1 months 12 months Braley (2008) (lead time through event) Source of funds Members pay to Company covers Davidson & (who pays) attend most cost Rogers (2006) Meeting Planner Demographics (average) Age 49.7 years 48.4 years Braley (2008) Female % 75% 72% Years Experience 13.1 years 13 years
14
The attribution clause has been implemented within the tourism industry and
has affected event planners in their search and selection of sites. The attribution clause
is in the contract and guarantees that the organization is responsible for a minimum
number of rooms and a minimum for food and beverage (Breiter, Vannucci, Kline, &
Gregory, 2004). Therefore if the event planner does not obtain enough participants,
either the planner or organization is still financially responsible for the difference;
liquidated damages are enforced. Due to the financial responsibility, event planners
have begun to look for contracts that do not include this clause, or have negotiation
Age 18 – 35 years 18 - 35 years 90 47.6 36 – 55 years 79 41.8 56+ years 16 8.5 Highest Education Bachelors High School Diploma or Equivalent 13 6.9 Associates 14 7.4 Bachelors 130 68.8 Masters 26 13.8 Doctorate 4 2.1 Profession Corporate Independent 54 28.6 Corporate 64 33.9 Association 19 10.1 Other 52 27.5 Previous Knowledge Expert Novice 31 16.4 Average 77 40.7 Expert 81 42.9 Job Experience 10 years or less 10 years or less 106 56.1 11-15 years 39 20.6 16 or more years 44 23.3 Average Duration 5 or more months Up to 4 weeks 13 6.9 1-2 months 37 19.6 3-4 months 43 22.8 5 or more months 87 46.0 Budget $10,000-24,999 $0-9,999 38 20.1 $10,000-24,999 48 25.4 $25,000-49,999 31 16.4 $50,000-99,999 36 19.0 Over $100,000 36 19.0
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Figure 2 Information Content Found in Advertising Channel by Respondents
Table 4 represents the mean value of information contents found within an
advertising channel. The range was from a minimum of zero, to a max of 8; each
information content variable had a value of 1. Personal interactions had the highest
mean value at 6.32, meaning that the most amount of information content is found
from personal interactions. Technology usage had a mean value of 4.92; followed by
0 50 100 150 200
Meeting Rooms
Sleeping Rooms
Cost of Facility/Hotel
Attractive Location
Technology Support
Exhibit Space
Food Service
Previous Experience
Personal Interactions
Direct Mail
Collateral Material
Technology Usage
Print Advertsing
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collateral material with a mean value of 3.43; printed advertisements had an average
value of 2.07; lastly, direct mail had the least mean value of 1.31.
Table 4
Descriptive Statistics of Channel Choice
Advertising Channel n M* S.D. Rank
Print Advertising 198 2.07 1.94 4 Technology Usage 198 4.92 2.18 2 Collateral Material 198 3.43 2.56 3 Direct Mail 198 1.31 1.82 5 Personal Interaction 198 6.32 2.47 1 *Min = 0, Max = 8,
As shown in Table 5, personal interactions had the highest mean value regarding
the quantity of information provided (6.37) and for usefulness of information provided
(6.41). The table illustrates that respondents reported similar responses in regards to
quantity and usefulness of information on a 7 point Likert scale. Technology usage has a
mean value of 5.91 for quantity and 5.90 for usefulness. In regards to collateral material,
the mean value for quantity was 4.79 and 4.71 for usefulness of information. The mean
value for quantity of information was 4.21 for print advertising and usefulness had a
mean value of 4.46. Direct mail received the lowest mean values; quantity was 3.48,
while usefulness was 3.60.
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Table 5
Descriptive Statistics of Channel Choice (Part II)
Advertising Quantity of Information** Usefulness of Information** Channel Mean* SD Rank Mean* SD Rank
Print Advertising 4.21 1.45 4 4.46 1.46 4 Technology Usage 5.91 1.23 2 5.90 1.30 2 Collateral Material 4.79 1.41 3 4.71 1.45 3 Direct Mail 3.48 1.52 5 3.60 1.61 5 Personal Interactions 6.37 1.03 1 6.41 1.08 1 *Based on 7 point Likert scale, where 1= least and 7 =most **n= 189
Table 6 shows the importance and influence of information content responses
based on a 7 point Likert scale. Meeting rooms is reported as the highest importance
mean value of 6.33 and the highest influential mean value of 6.02. Sleeping rooms had
the lowest mean value at 1.57 for importance and 1.77 for influence. Cost of
facility/hotel had a mean value of 6.14 for importance, and 5.89 for influence; food
service has a mean value of 6.01 for importance, and 5.71 for influence; attractive
location has an importance mean value of 5.95 and influence at 5.61; previous
experience has a mean value of 5.90 for importance, and 5.67 for influence; technology
support has an importance mean value of 5.74 and influence at 5.40; exhibit space has a
mean value of 5.28 for importance and 5.05 for influence.
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Table 6
Descriptive Statistics of Information Content
Information Importance** Influence** Content Mean* SD Rank Mean* SD Rank
Meeting Rooms 6.33 1.29 1 6.02 1.45 1 Sleeping Rooms 5.16 1.57 8 4.82 1.77 8 Cost of facility/hotel 6.14 1.09 2 5.89 1.41 2 Attractive Location 5.95 1.10 4 5.61 1.39 5 Technology Support 5.74 1.33 6 5.40 1.51 6 Exhibit Space 5.28 1.66 7 5.05 1.70 7 Food Service 6.01 1.01 3 5.71 1.38 3 Previous Experience 5.90 1.13 5 5.67 1.43 4 *Based on 7 point Likert scale, where 1= least and 7 =most
**n = 189
4.4 Testing the Hypotheses
Chapter 1 presented research objective 4 which sought to identify the individual
factors that influence event planner’s channel choice (Hypothesis 1); research objective
5 sought to identify the individual factors that influence event planner’s perception of
information content (Hypothesis 2); research objective 6 sought to identify the
organizational factors that influence event planner’s channel choice (Hypothesis 3);
research objective 7 sought to identify the organizational factors that influence event
planner’s perception of information content (Hypothesis 4). Objective 8 sought to exam
the relationships between factors (individual and organizational) that influence event
planners perception of information content and channel choice and will further
discussed in the following chapter. In this section, a t-test, a one-way analysis of
variance, and Duncan’s Post hoc was used to address the research objectives and test
the hypotheses.
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Age, as an individual difference, will be addressed first, as shown followed by
channel choice and information content (importance and influence) are presented
(Table 7). Channel choice had no significant differences. In terms of information
content, there was a significant difference in age for importance on cost of facility/hotel
(F-value = 3.51), technology support (F-value = 3.39), exhibit space (F-value = 4.93), and
previous experience (F-value = 2.16). According to Duncan’s Post hoc analysis the
differences for importance on cost of facility occur between group 2 (36-55 years) and
group 3 (over 56 years); importance of technology support resulted in no differences
between groups, for exhibit space, the differences occurred between group 1 (18 – 35
years) and group 3 (over 56 years), previous experience differences occurred between
group 1 (18 -35 years) and group 3 (over 56 years). There were significant differences
in the influence of information content on exhibit space (F-value = 5.45), technology
support (F-value = 2.41), and previous experience (F-value = 2.96). The difference
between groups on influence of information content occurred between group 1 (18 – 35
years) and group 3 (over 56 years) for technology support, exhibit space, and previous
experience.
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Table 7
Age as a Determining Factor of Channel Choice and Perception of Information Content
Age Variablesa 1 2 3 F (n=90) (n=79) (n=16)
Channel Choice Print Advertising 2.21 1.92 2.00 0.47 Technology Usage 5.17 4.77 4.44 1.14 Collateral Material 3.67 3.16 3.69 0.88 Direct Mail 1.37 1.29 1.25 0.05 Personal Interaction 6.47 6.14 6.25 0.37
Information Content Importance Meeting Rooms 6.21 6.52 6.00 1.73
Influence Meeting Rooms 5.87 6.14 5.95 0.53 Sleeping Rooms 4.71 4.86 4.83 0.08 Cost of Facility 5.94 6.01 5.77 0.63 Attractive Location 5.55 5.69 5.57 0.19 Technology Support 5.42 5.44 5.36 0.06 Exhibit Space 5.06 5.13 4.98 0.16 Food Service 5.84 5.70 5.68 0.15 Previous Experience 5.68 5.52 5.81 0.84 aDuncan Post hoc test High (H) > Medium (M) > Low (L) *p<0.05, **p<0.01 Knowledge: 1) Novice, 2) Average, 3) Expert
Job experience as an individual factor is then presented in Table 10 on channel
choice and information content (importance and influence). No significant differences
were found in regards to channel choice, importance of information content, or
influence of information content.
53
Table 10
Job Experience as a Determining Factor of Channel Choice and Perception of Information Content
Experience Variablesa 1 2 3 F (n=106) (n=39) (n=44)
Channel Choice Print Advertising 2.36 1.64 1.77 2.68 Technology Usage 5.06 4.85 4.64 0.60 Collateral Material 3.49 3.18 3.50 0.23 Direct Mail 1.42 1.28 1.09 0.50 Personal Interaction 6.49 5.77 6.41 1.25
Information Content Importance Meeting Rooms 6.28 6.31 6.45 0.28
Sleeping Rooms 5.05 5.13 5.45 1.05 Cost of Facility 6.16 6.15 6.07 0.12 Attractive Location 5.94 6.03 5.91 0.12 Technology Support 5.65 5.85 5.84 0.48 Exhibit Space 5.19 5.33 5.43 0.36 Food Service 5.95 6.08 6.09 0.39 Previous Experience 5.89 5.77 6.05 0.63 Influence Meeting Rooms 6.01 5.90 6.14 0.28 Sleeping Rooms 4.76 4.67 5.09 0.71 Cost of Facility 5.92 5.82 5.89 0.08 Attractive Location 5.64 5.49 5.66 0.21 Technology Support 5.28 5.56 5.55 0.75 Exhibit Space 4.90 4.97 5.50 2.04 Food Service 5.63 5.82 5.82 0.42 Previous Experience 5.58 5.62 5.95 1.14 aDuncan Post hoc test High (H) > Medium (M) > Low (L) *p<0.05, **p<0.01 Experience: 1) 10 or less years, 2) 11-15 years, 3) 16 or more years
Table 11 shows respondent’s average budget (organizational factor) as it relates
to channel choice and information content (importance and influence). Significant
differences were reported for collateral material (F-value = 3.83) and personal
interaction (F-value = 3.12). Differences for collateral material were found between
group 1 ($0-9,999), group 2 ($10,000-24,999) and group 5 (over $100,000); for personal
54
interaction differences occurred between group 1 ($0-9,999) and group 2 ($10,000-
24,999). For importance on information content, differences were found for cost of
facility/hotel (F-value = 2.25) and technology support (F-value = 2.06). The differences
occurred between group 2 ($10,000-24,999), group 3 ($25,000-49,999), and group 4
($50,000-99,999) for cost of facility/hotel; for technology support differences were
found between group 1 ($0-9,999) and group 5 (over $100,000). Technology support (F-
value = 1.90) was the only significant influence on information content and the
differences occurred between group 1 ($0-9,999), group 4 ($50,000-99,999), and group
5 (over $100,000).
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Table 11
Budget as a Determining Factor of Channel Choice and Perception of Information Content Budget Variablesa 1 2 3 4 5 F (n=38) (n=48) (n=31) (n=36) (n=36)
Previous Experience 6.23 5.59 6.00 5.54 1.91 aDuncan Post hoc test High (H) > Medium (M) > Low (L) *p<0.05, **p<0.01 Duration: 1) up to 4 weeks, 2) 1-2 months, 3) 3-4 months, 4) 5 months or more
Table 13 shows the data obtained in regards to respondents profession
(organizational factor) on channel choice and information content (importance and
influence). There are no significant differences for channel choice. The two information
factors on importance that resulted in significant differences are cost of facility/hotel (F-
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value = 3.22) and attractive location (F-value = 2.00). The differences in cost of facility
occurred between group 2 (corporate event planner) and group 4 (other). The
differences between groups in terms of attractive location occurred in group 1
(independent event planner) and group 3 (association event planner). There were no
significant differences on the influence of information content.
Table 13
Profession as a Determining Factor of Channel Choice and Perception of Information Content Profession Variablesa 1 2 3 4 F (n=54) (n=64) (n=19) (n=52)
Technology Support 5.57 5.83 5.68 5.81 0.43 Exhibit Space 5.28 5.34 4.84 5.35 0.50 Food Service 6.13 5.94 2.16 5.92 0.62 Previous Experience 1.84 2.63 2.16 1.75 0.79 Influence Meeting Rooms 6.19 6.05 5.84 5.87 0.53 Sleeping Rooms 5.04 4.83 4.63 4.65 0.49 Cost of Facility 5.85 6.05 5.89 5.75 0.45 Attractive Location 5.52 5.75 5.63 5.54 0.34 Technology Support 5.09 5.61 5.42 5.46 1.19 Exhibit Space 4.94 5.09 5.21 5.06 0.14 Food Service 5.70 5.72 5.63 5.75 0.04 Previous Experience 5.76 5.63 5.16 5.83 1.12 aDuncan Post hoc test High (H) > Medium (M) > Low (L) *p<0.05, **p<0.01 Profession: 1) Independent Event Planner, 2) Corporate Event Planner, 3) Association Event Planner 4) Other
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4.5 Summary
This chapter presented the statistical analysis of the data. The socio-
demographic characteristics are presented in the second section of this chapter. The
descriptive summary of variables, including mean and standard deviations comprised of
the third section. The fourth section tests the hypotheses and included results from a t-
test, a one-way analysis of variance, and Duncan’s Post hoc.
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CHAPTER 5
DISCUSSION
5.1 Introduction
This chapter includes the discussion, implications, and limitations of the study.
The findings of the study are divided into two main sections; channel choice and
perception of information content; individual and organizational factors are addressed
as they relate. Industry and academic implications are developed from the discussion of
the results. Finally, the limitations of the study are revealed in the last section.
5.2 Conclusion
5.2.1 Socio-Demographic profile of Event Planners
The findings of the research provided a glimpse of the socio-demographic profile
of event planners that were working in the industry. As the results indicate, the typical
event planner is female, between eighteen and thirty-five years old, completed a
Bachelors degree, has the title of corporate event planner, considers themselves an
expert in regards to previous knowledge, has 10 years or less in the industry, an average
event from the information search stage to the completion of event has a duration of
five or more months, and has an average budget of $10,000-24,999 for events. The
results are consistent with the findings of the 2008 Meetings Market Report in regards
to gender, but are contradictory in the years of job experience, and age (Braley, 2008).
61
5.2.2 Channel Choice Preferences
Personal interactions was reported as being the channel choice that provides the
most amount of information overall and for the eight information content variables
identified, it was also ranked the highest for the information provided being useful.
Advertising channels were ranked in the same order for the three questions pertaining
to overall quantity of information provided within the channel (7 point Likert scale),
usefulness of information in channel (7 point Likert scale), and for the question that
asked respondents to report whether or not a specific information content is readily
found in the channel (min = 0, max = 8). The channels are arranged in descending order;
personal interactions, technology usage, collateral material, print advertising, and direct
mail. Personal interactions (face-to-face), have been considered to have the highest
media richness, followed by telephone contact, communication by new mediums, such
as email, and then written documents (Daft et al., 1987). The results of the study
coincide with the Media Richness Theory; face-to-face interactions (personal
interactions) the channel choice that can provide the most immediate feedback when
uncertainty arises are classified as being richer (Daft & Lengel, 1986; Trevino et al.,
1987).
Individual differences did not prove to be significant in determining event
planner’s channel choice preferences. Organizational factors did result with significant
results, budget and duration. Therefore, rather than focusing on individual differences
62
that may influence channel choice, efforts would be more successful in focusing on
organizational characteristics and resources.
5.2.3 Perception of Information Content
The importance of information content and influence of information content was
used to compare event planner’s perception of a variable being important, but whether
or not it made a difference in a request for proposal (RFP). Meeting rooms was regarded
as the information content that is most important and most influential (7 point Likert
scale). The order of importance and influence were similar, the only difference in
ranking is between previous experience (importance = 5, influence = 4) and attractive
location (importance = 4, influence = 5).The descending order of information content is
as follows; meeting rooms, cost of facility/hotel, food service, attractive location,
previous experience, technology support, exhibit space, and lastly sleeping rooms.
The individual factors that are significant on perception of information content
are age, gender, and knowledge. All three of the organizational factors, budget,
duration, and profession were found to be significant on perception of information
content. This confirms the idea that organizational buying typically involves more than
the decision by one individual, but rather a combination of information content input
(site selection, destination, etc.) that originates at the event planner level and is then
utilized to make a decision that best fits that organization in regards to time constraints,
budget availability, and meeting specific criteria (exhibit space, sleeping room
availability, attractive location, etc.).
63
Table 14 is a summary of the hypotheses on whether or not it was supported.
Overall, the three of the four main hypotheses on channel choice and information
content and how it relates to individual and organizational results were supported.
Hypothesis 1, which stated that Event planner’s channel choice will vary depending on
individual differences, was not supported. Hypothesis 2, which stated that event
planner’s perception of information content will vary depending on individual
differences, was supported. Hypothesis 3, which stated that event planner’s channel
choice will vary depending on organizational differences, was supported. Hypothesis 4,
which stated that event planner’s perception of information content will vary depending
on organizational differences, was supported. The individual and organizational factors
(ie; age, gender, budget, etc.) are present in Table 14 as whether or not they were
supported.
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Table 14
Summary of Hypotheses Test
Hypothesis Supported
H1 Event planner’s channel choice will vary on individual differences. NO H1.1 Event planner’s channel choice will vary on age. NO H1.2 Event planner’s channel choice will vary on gender. NO H1.3 Event planner’s channel choice will vary on job experience. NO H1.4 Event planner’s channel choice will vary on previous knowledge. NO H2 Event planner’s perception of information content will vary on individual differences. YES H2.1 Event planner’s perception of information content will vary on age. YES H2.2 Event planner’s perception of information content will vary on gender. YES H2.3 Event planner’s perception of information content will vary on job experience. NO H2.4 Event planner’s perception of information content will vary on previous knowledge. YES H3 Event planner’s channel choice will vary on organizational differences. YES H3.1 Event planner’s channel choice will vary on budget. YES H3.2 Event planner’s channel choice will vary on duration. YES H3.3 Event planner’s channel choice will vary on profession. NO H4 Event planner’s perception of information content will vary on organizational differences. YES H4.1 Event planner’s perception of information content will vary on budget. YES H4.2 Event planner’s perception of information content will vary on duration. YES H4.3 Event planner’s perception of information content will vary on profession. YES
5.3 Implications
5.3.1 Channel Choice Preferences
In accordance with the Media Richness Theory, personal interactions has been
reported as the channel choice that provides the most amount of information; as a
result of this the sellers (CVBs) need to prioritize the importance of making face-to-face
contact with event planners and implement relationship marketing strategies. The
65
results also coincide with Rational Choice Theory; personal interactions are able to fulfill
the individual needs of an event planner to obtain information. A personal interaction
can provide the stimulus that is necessary for an event planner to relay information
about a particular destination or venue to key decision makers. Such activities as
familiarization tours (fam tours) may be deemed as providing valuable exposure that is
needed to attract events to a particular destination; a familiarization tour is creating a
first-hand experience. Fam tours are an example of relationship marketing and has
been argued to be one of the most cost effective modes of gaining exposure (Angelo &
Vladimir, 2007).
Channel choice preferences were only influenced by organizational factors;
budget and duration. These results did not confirm the theory of social influence in that
there were significant differences between professions for channel choice, unless it is
assumed that event planners (independent, association, and corporate) acquire similar
social norms. Therefore, these results act as a lead way for further studies to either
decipher the social norm differences or to confirm that social norms are similar. These
results are also not in accordance with previous studies that have found individual
differences (gender) to be a significant predictor of channel choice. In conclusion of
channel choice, according to this study, advertising decisions in regards to channel
placement should be focused on organizational characteristics, more specifically
average budget and duration of events.
66
5.3.2 Perception of Information Content
The results provided a valuable insight into for CVBs which have been previously
identified as an important information broker and disseminator in the meetings and
convention industry (Kim, 2009). CVBs should develop marketing and advertising
strategies that are focused on organizational factors, such as average budget of events,
profession of the buyer (event planner), and the duration. Marketing tactics should also
be age and gender sensitive. Although no significant results were obtained in regards to
gender and channel choice, from the socio-demographic descriptive analysis, the
majority of event planners are women, and this should be taken into account. Efforts
should be made to appeal to the female market; female sensitive websites would have
affective themes for selected attributes (Kim et al., 2006). Information that would
pertinent to include within channels would be meeting room availability and space
(detailed information) and the cost of facility and hotel rooms. CVBs have the ability to
increase an area’s revenue; in some instances the money spent by meetings and
conventions is more than that of leisure travelers (Braun & Rungeling, 1992).
5.4 Recommendations for Future Study
Future studies may seek to acquire a more localized sample frame in an attempt
to increase the response rate. In the case of a local ISES chapter, data could be collected
at monthly chapter meetings rather than an online questionnaire. Individuals may be
more willing to participate with a researcher distributing the questionnaires, therefore
67
increasing response rate. A future study may also seek to acquire responses from local
CVBs as a means of comparing results from the buyers (event planners) and sellers
(CVB). A study that makes this comparison would provide valuable insight to marketing
strategies for CVBs; the results would indicate whether channel choice preferences align
and information content that is required by event planners to make decisions.
An attempt to acquire equal responses in regards to event planner’s profession
(independent, corporate, and association) could be beneficial in providing a more
accurate comparison of the independent and organizational factors. This study did not
have an equal accepting sample between event planners professionals, respondents
were asked to report their profession. A combination of using a localized chapter, a
local CVB, and acquiring equal sample sizes would allow for the research to generalize
the study to a broader population, and would provide data that is more representative
of each segment.
Further research in this topic area can help increase the limited body of
knowledge and to further success in the industry. The inability to make contact and to
portray influential information with a desired target population (buyers) is a lost
opportunity. Not only are the findings beneficial for the meetings and convention
industry, but also for the hospitality and tourism industry; allowing for the billion dollar
industry to prosper.
68
5.5 Limitations
This study made contributions to meetings and convention industry; more
specifically findings were found in regards to event planners, but suffered from a few
limitations. The questionnaire was distributed electronically to 2,736 with only 443
completing the questionnaire. Of the 443 questionnaires submitted, only 189 of the
responses could be utilized; 252 of the questionnaires were eliminated based upon
incompleteness and extraneous responses; the remaining 3 responses were eliminated
due to the limited response of CVB professionals. A sample size of 3 is not large enough
to compare data and make generalizations about a population. Therefore, the study
was focused on the differences between event planners in regards to individual and
organizational factors on channel choice and perception of information content; a small
response rate is one of the major limitations of the study.
Another limitation of the study was the question that asked respondents to
report their average budget for an event. The question was an open-ended question in
an attempt to not limit the average budget of event planners and to be able to describe
a more accurate average budget, rather than a range. Since many of the respondents
opted to not respond to the question and questionnaires were eliminated, this is an
element of the previously mentioned limitation in regards to response rate. Therefore
due to the lack of responses, the results that were obtained could be skewed or not a
true representation of event planners.
69
APPENDIX A
70
Dear ,
I am a graduate student at the University of Missouri in the Food Science – Hotel Restaurant
Management Program. The focus of my thesis research pertains to the events industry. I am a
student member of ISES in the St. Louis chapter. I am contacting you in hopes of your voluntary
participation for my questionnaire. The goal of this questionnaire is to evaluate the advertising
channels and informational factors of event professionals. The questionnaire should only take
approximately 5-10 minutes. All responses will be kept anonymous. The responses will not be
tracked in accordance to your email, name, or any assigned code. Participation in the research
is voluntary. At any time during the questionnaire you may choose to stop participating. The
results of this study will be available upon completion of study and request of participant. If you
would like to request a copy of the results, please contact me at [email protected].
All participants will be entered into a drawing to win
one of several $50 gift cards.
Thank you in advance for you participation in the questionnaire, the link provided below will
direct you to the questionnaire.
Dr. Dae-Young Kim Amanda Alexander Advisor Graduate Student Assistant Professor University of Missouri University of Missouri Department of Hotel & Restaurant Management Department of Hotel & Restaurant Management
___ Technology Usage (internet, e-mail advertising) ___ Collateral Material (brochures, CD’s, premiums) ___ Direct Mail Advertising ___ Personal Interaction (sales person, site inspection)
What advertising channels do you, or your company utilize to advertise?
___ Collateral Material (brochures, CD’s, premiums)
___ Direct Mail Advertising
___ Personal Interaction (sales person, site inspection)
What is your average duration for planning an event (from information search to final decision
making?
____Less than 2 weeks ____3-4 weeks ____1-2 months ____3-4 months ____5-6 months ____More than 6 months ____NA What best describes your knowledge/skill in advertising channels?
Novice Expert
1 2 3 4 5
79
How many request for proposals do you typically make before you make your final decision?
1-3 4-6 7-9 10+ NA
What best describes your method for placing a request for proposal?
E-mail Fax Face-to-Face Telephone Mail
Website None
Years of experience in event profession:
Less than 5 years 6-10 11-15 16-20 Over 20 years
What best describes your event profession:
___Event Planner:
___ Independent ___ Corporate ___ Association
___ CVB ___ Sales/Marketing of a hotel ___ Other: _________________
What best describes your purposes for an event?
Please circle all that apply.
Business Personal Conventions
Other:____________
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What is your average budget for planning an event?
$__________________
What is your average number of attendees for an event?
50 or less 51-100 101-200 201-500 501-1,000 1,001+
Sex:
Male Female Transgender Other
Age:
18-25 26-35 36-45 46-55 56+
Highest Education Received:
____High School Diploma or Equivalent ____Associates Degree ____Bachelors Degree ____Masters ____Doctorate
Thank you for your participation in this study!
81
Incentive Questionnaire
This portion of the questionnaire will not be linked to the previous responses. The information
provided here will only used for the drawing. By providing your information below you will
entered into a drawing for a $50 gift card! Thank you for your participation.
1. Please provide your full name.
________________________________________________
2. Please provide your e-mail address.
________________________________________________
3. Please provide your address (street apt#, city, state, zip)
________________________________________________
82
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